march, 2021

mon15mar(mar 15)13:00wed17(mar 17)17:00online2021 EFMD MBA ConferenceDesigning the MBA Journey13:00 - 17:00 (17) CET Location:Online

Event Details

When designing an MBA programme, it is important to think about the entire “customer journey”, and to think specifically about its three main phases: 1) pre-programme 2) in-programme 3) post-programme. Using the concept of a “journey” as the red thread, we want to discuss the key design principles that naturally lead to a coherent, connected and meaningful experience for our “customers”, as they journey from being candidates, to students, and finally to become our alumni. The objective is to see the connections across all three phases, how one impacts the other. Each MBA programme must create its own unique journey, there is no one template or best practice example to follow. The conference will thus focus not on the “what” but on the “how” of designing a meaningful MBA experience.

Registration

Register here

Programme

Chaired by:

  • Ewa Maciejewski, Vice Director, University of St. Gallen MBA, CH
  • Andrew Dalik, Strategic Brand Projects Senior Manager, University of St. Gallen, CH

Monday 15 March

Day 1: Pre-programme Phase: Designing Programme Positioning & Creating the Right Class

13:30 – 13:40

Conference Opening & Welcome Speeches

  • Friedemann Schulze-Fielitz, Director, Business School Services, EFMD
  • Ewa Maciejewski, Vice Director, University of St. Gallen MBA, CH
  • Andrew Dalik, Strategic Brand Projects Senior Manager, University of St. Gallen, CH

13:40 – 14:05

Conference Keynote Speech – Design: what is it, why it matters, and why we should adopt design principles in creating MBA journeys

  • Ewa Maciejewski, Vice Director, University of St. Gallen, CH
  • Andrew Dalik, Strategic Brand Projects Senior Manager, University of St. Gallen, CH

14:05 – 14:20

Groupwork 1: Get to Know Each Other – Your Interests and Wishes

Working in small break-out rooms, participants will get the chance to get to know each other, and to define and share their own interests, topics and wishes, which they would like to discuss during the conference.

14:20 – 14:30

Groupwork 1.1 Results & Agenda for Remainder of the Day

Results shared, and common themes defined. Short agenda for the remainder of the day.

14:30 – 15:00

Coffee break

15:00 – 16:00

1.1 Positioning & Creating the Right Class (presentations / panel / Q&A)

If you remove the logo, will they still recognise your school? Are you clear on the landscape you are operating in, articulating your internal competencies, and do you know your audience? Do you build it and they will come? Or do you need to start with the person in mind and the specific needs they have? Positioning an MBA programme is key to setting the right expectations and communicating authentically throughout the journey, in order to attract the right candidates.

“Right candidates” also means attracting people who are aligned with what you do and stand for. Having the right operational capacity to deal with your stakeholders is key. The criteria for creating the right class may touch on the right “mix” (ages, nationalities), on “diversity” (gender balance), on “career fit”, or indeed on a set of common “values”. Finally, we need to “assess” each candidate, so what are the right tools for assessment, digital or other? How do we know that they work?

  • Paula Robles Carreno, Executive Director, MBA Programmes, IE Business School, E
  • Nathalie Naveda, Head of Marketing & Talent Acquisition, University of St. Gallen EMBA, CH
  • Andrew Dalik, Strategic Brand Projects Senior Manager, University of St. Gallen MBA, CH

16:00 – 16:45

Groupwork 1.2: Deep Dive into topics 1) Positioning or 2) Creating the Right Class

Working in smaller break-out rooms, and guided by key presenters, participants will get the chance to share their own experiences on the above topics. Results will be recorded and shared at the end of the day.

16:45 – 17:00

Closing of the day


Tuesday 16 March

Day 2: In-programme Phase: Relevancy, Holistic Development, Delivery Models

13:30 – 13:45

2.1 Relevancy (presentation / panel / Q&A) – Topic Introduction

Premium is placed on MBA programmes that are seen to be “up-to-date”, practice-focused, and industry-linked. The pressure to continually evolve curricula and update course content is high. What tools are there to create live curricula with, and how can they be used both during, and even before the programme start. What other insights can such tools bring?

  • Simon Evenett, Academic Director, University of St.Gallen MBA, CH
  • Ewa Maciejewski, Vice Director, University of St.Gallen MBA, CH

13:45 – 14:00

2.2 Holistic Development (presentation / panel / Q&A) – Topic Introduction

Unlike other Master degree, MBA programmes promise “holistic” education, whereby academic, personal, and career development are addressed all in one package. So what are the best ways in which such diverse topics can be woven together into one meaningful experience?

  • Andreas Rasche, Associate Dean, MBA Programme, Copenhagen Business School, DN
  • Ewa Maciejewski, Vice Director, University of St.Gallen MBA, CH

14:00 – 14:15

2.3 Delivery Models (presentation / panel / Q&A) – Topic Introduction

The pressure to innovate, develop new products and delivery formats, means that programmes must seek ways to increase their output without increasing their input, and that means developing new partnerships and alliances that benefit all parties involved. These become new “business models” for how we operate, and how we create value.

  • Nick Barniville, Academic Dean, Director EdTech Lab, ESMT Business School, DE
  • Ewa Maciejewski, Vice Director, University of St.Gallen MBA, CH

14:15 – 14:45

Coffee break

14:45 – 15:45

Groupwork 2: Deep Dive into topics 1) Relevancy or 2) Holistic Development or 3) Delivery Models

Participants choose one of the topics. Working in smaller break-out rooms, and guided by key presenters, participants will get the chance to share their own experiences on the topic of their choice. Results will be captured and shared at the end of the day.

15:45 – 16:15

Coffee break

16:15 – 17:15

Speed networking

For those wishing to make the most of this conference’s networking opportunity, we offer a fun end-of-day speed networking event.


Wednesday 17 March

Day 3: Post-programme Phase: Future Work Readiness, Skills Sets, Happiness

13:30 – 13:50

3.1 Future Work Readiness (presentation / panel / Q&A)

Successful transition into the post-programme phase means finding a match between what MBAs bring and what employers need. Designing for the “Future of Work” is about finding the product market fit for that future. So how can you stay agile, and be able to create a programme that you can iterate every year to meet the needs of both short- and long-term?

  • Michael C. Liley, Former Managing Director, Talent & Organisation / Human Potential Practice, Accenture, DE, Future of Work Expert & Speaker

13:50 – 14:30

3.2 Skills Sets (panel discussion with Industry Experts)

Many companies say they hire for “attitude”, and then they train for the skill sets. In the MBA world, we train for both. In order to be truly effective, the skills we train must be those companies need. In a technology-driven world, to what degree can MBA programmes truly match what companies already do in-house? How advanced should our MBAs digital skills be, where do we start and where do we end?

  • Michael C. Liley, Former Managing Director, Talent & Organisation / Human Potential Practice, Accenture, DE, Future of Work Expert & Speaker
  • Industry Experts, tbc

14:30 – 15:00

Coffee break

15:00 – 16:00

Groupwork 3: Identify/Design Your Own School Employability Strategy

Working in smaller break-out rooms, and guided by key presenters, participants will get the chance to discuss their own school’s strategy for making their programme fit for the employment market.

16:00 – 16:15

Coffee break

16:15 – 16:45

3.3 Alumni Engagement (presentation / panel / Q&A)

When our MBAs graduate, we leave our brand in their hands. How can programme design lead to self-sustaining alumni engagement? What makes alumni protective of their MBA brand? What compels alumni to form a pay-it-back culture? Should we aim for them to feel ‘happiness’ post-MBA, or something more akin to ‘purpose’, ‘fulfilment’ or ‘enablement’, and is this an important distinction to understand? The closing session will investigate this final piece of the programme design puzzle in both short and long-term perspectives, drawing on examples. The discussion will be part aspirational but also deal with reality, including the departmental challenges we face in relationship management as someone transitions from applicant to student to alumnus.

  • Sue Martin, Director Alumni Relations, Erasmus University Rotterdam & Director Corporate & Alumni Relations RSM, NL

16:45 – 17:00

Conference closing & welcome to the 2022 Conference

  • Friedemann Schulze-Fielitz, Director, Business School Services, EFMD
  • Ewa Maciejewski, Vice Director, University of St. Gallen MBA, CH
  • Andrew Dalik, Strategic Brand Projects Senior Manager, University of St. Gallen, CH

Practical information

Early Bird Fee until 14/02/2020 included

EFMD full & affiliated member: €415 VAT excluded (€502,15 VAT included)
EFMD non-members: €595 VAT excluded (€719,95 VAT included)

Normal Fee from 15/02/2021 included

EFMD full and affiliated members: €585 VAT excluded (€707,85 VAT included)
EFMD non-members: €840 VAT excluded (€1016,40 VAT included)

Cancellation Policy
Cancellations must be confirmed in writing. If Conceptum EFMD conference secretariat receives notice of your withdrawal before 12 February 2021, a cancellation fee of 80,77 EUR for administrative costs will be charged.
Thereafter, we regret that we are unable to refund any fees. However, in such cases substitutes are welcome at no extra cost as long as EFMD conference secretariat receives notification of the name, title and address of the substitute.
Also note that if we haven’t received your payment (or proof of payment) before the list is distributed on 10 March 2021 your contact details will not be included in that list

Host

University of St. Gallen - Master of Business Administration

Location

Online

Time

15 (Monday) 13:00 - 17 (Wednesday) 17:00 CET